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The future of GI Joe should be 1/12 scale figures with cloth. With that being the big thing in the collector's market, and Hasbro being a huge company with better recourses than most, along with the Joe license being in house, I think they could produce 6'' scale joes with cloth at about $25-30. The clothing doesn't have to be perfect, more like NECA's Mego homages(and Mezco shows that collectors will pay for toys with practically burlap sack clothing). NECA produces licensed, clothed figures for $30-35 and they're a smaller entity. With Joes in this style, I think they'll lure in a lot of that collectors market, especially with army builder style figures.
As for aesthetics, I echo that they should fo for a Metal Gear/ Call of Duty sci-fi military vibe. While I get the Overwatch/Fortnite comparisons, I feel like that market is more likely to stick tot heir known franchises than experiment with an imitation.